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It's easy to say that every app and every company should have an API. Yet there are clearly times when a company should charge for API access - when a company should up its API for any developer - and when it simply does not make sense for a company to even have an API. What are the top-level guidelines that determine if a company needs and API - and what strategic course should take? Before we can talk about API Design, API Security, or API Scalability - we should ask - what is the purpose of even having an API?